AUCKLAND, Today: Newstalk ZB has rolled out a new brand campaign that puts its award-winning broadcasters in the spotlight, celebrating the voices behind New Zealand’s number one commercial radio station.
Created by NZME’s marketing and creative teams with Auckland agency Supernormal, the campaign was photographed and directed by Reagen Butler.
It will appear across radio, digital, print, billboards and TV from today. The campaign is built around the line Every View from Every Angle, reflecting why audiences continue to choose Newstalk ZB for news, opinion and the conversations that matter.
Headlines include Hear Yourself Think, Hear What Matters and Hear It First, with Reagen’s close-up photography bringing the station’s hosts to the front.
The work leans into the intimacy of radio while showing a brand comfortable being seen clearly, without tricks or distractions.
Katie Mills, Chief Marketing Officer – Audio says, “There is often a temptation in marketing to change things, but the talented broadcasters in this campaign are the reason our audience trusts Newstalk ZB.
“Our job was simply to put them in a frame that does them justice. Newstalk ZB doesn’t need a gimmick. It needs people to remember what they already know, that when something actually matters, this is where New Zealanders go.”
“Newstalk ZB doesn’t need a gimmick. It needs people to remember what they already know, that when something actually matters, this is where New Zealanders go.” – Katie Mills, Chief Marketing Officer – Audio
The launch follows another strong period for the network, with Newstalk ZB holding the top national position for both cumulative audience and station share.
The Mike Hosking Breakfast remains the country’s most listened-to radio show, while Newstalk ZB has been named Station of the Year at the NZ Radio and Podcast Awards for five years running.
The station is also a finalist again at this year’s awards in June. Designed as a long-term brand platform, the campaign will run across the year, with executions able to flex around major moments including the upcoming General Election.
Mike Hosking says, “Newstalk ZB is coming up to 100 years of broadcasting to New Zealanders. “A hundred years of loyal listeners, of earning trust, and of showing up every single day to ask the questions that matter. That’s not something you build overnight, and it’s not something you take for granted.
“This campaign is a celebration of that strength, of a station and a team that has always believed in being the best and never stopped working to prove it.”
Will Maisey, Head of Talk at Newstalk ZB says, “This campaign is about confidence – confidence in our people, our platform and our audience. Newstalk ZB is the most listened-to station in the country because of the entire team behind it, on air and off.
“We’ve built something genuinely rare, and every person in our nationwide team plays a part in that. Seeing it celebrated like this is something we’re all incredibly proud of.”
- 30 second TVC can be found here
CREDITS
Photography and Direction: Reagen Butler
Managing Director and EP Supernormal: Matt McKenzie
Group Creative Director, NZME: Graham Dolan
Creative Director, NZME: Xanthe Williams
Chief Marketing Officer – Audio, NZME: Katie Mills
Group Senior Marketing Manager – Audio, NZME: Jennifer Pryor
Senior Brand Manager – Audio, NZME: Michelle Howard
Head of Talk – Newstalk ZB, NZME: Will Maisey
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